Doom972 said:
Sega wasn't a real competitor until 1991 with the release the Exclusive "Sonic The Hedgehog" game for the Mega Drive/Genesis (Although the Sega Master System was popular in Europe, it was Crushed in Japan and the United States by the NES/Famicom). Until then Nintendo really did have a stranglehold on the Market.
While it's true that Apple's still existed in the 90's, they were still a joke here in the States. I'm not sure about Europe and Asian Markets. But it was during the 90's that Window's became the leading Operating System for Businesses, something that still occurs to this day. And it was also in the 90's that Microsoft was Sued and had to be divided into two companies.
And what you said about Alternatives is the problem: Of course alternatives always exist, but when the Competition isn't as popular, as cheap, or as powerful as the Main-line product, then it's not a serious competitor, and anyone that actually has it is a joke. Consider the Zune (Yeah, remember that?); it was pretty much like an Ipod. But because it was more expensive, came out later, and wasn't as "Hip" as Ipods where, combined with a harder operating system for both itself and it's version of Itunes, it sadly lagged behind and failed. Now if it had launched at the same time as the Ipod, or actually had something that would really prove itself superior to the Ipod, then it might have been a real competitor. But sadly, it wasn't, and now Big Brother Apple is pretty much watching everyone in the United States.
Or let's look at that through a video game lense: If your unhappy with Steam, what are you going to do? Get Discs that are slowly dying because of Steam's popularity? Go to Origins or UPlay that are even worse? Abandon PC Gaming all together and miss out on all those PC exclusives?
Also, what you say about Microsoft getting CoD Exclusivity brings up another issue: Just like with Nintendo in the 80's or Sony in the Mid-90's, why would 3rd Parties bother making Video Games for Consoles that are not as big as the biggest console? Companies live to make money, and if the fact that the WiiU has the bare minimum of 3rd Party support has proven anything, its that these 3rd Parties will not bother making their games on Alternatives that don't sell. So instead of Exclusivity based on "Back Room Deals", you'd have Exclusivity just because that's where the Money is. Just like Nintendo in the 80's (Albeit there were also some rules Nintendo had at the time that were terrible). So in the end, you wouldn't be getting rid of Exclusives, you'd just be changing how they happen.